W.
2025
W.
Jake Dies
SCOPE
YEAR
TERRITORY
Launch Campaign
2025
National
BRIEF
W. is Jake Paul's men's personal care line — body wash, soap, deodorant — launching into mass retail. An agency brought the creative. Our job was to execute it across three hero films and a product library built for in-store use at national retailers including Walmart.
Two different deliverables with two different standards: film that carries a celebrity-fronted launch, and product photography that holds up on a shelf next to established brands.
APPROACH
Three shoot days covering both. We assembled the team around the work — director, DP, and department heads chosen for a campaign that had to be irreverent enough to match the talent and clean enough to sit in mass retail.
Film and product photography ran as one production rather than two. That's the part that matters on a launch like this: a shelf image and a hero film that were shot separately never quite agree, and at retail scale the difference is visible. Same set, same lighting language, same crew — so the in-store presence and the campaign read as one brand from day one.
Creative execution through post and finishing.
RESULT
Three hero films and a full product library delivered for the W. launch. Photography ran in-store at national retail including Walmart.
DELIVERABLES
3 hero films
Product photography library
Retail and in-store assets
SERVICES
Direction
Production
Photography
Post & color
SHOOT DAYS
4
